CASE STUDY
Neo4j
Growing qualified B2B leads with Performance Max campaigns
157%
increase in new
enterprise leads
54%
lower cost per
acquisition (CPA)
BACKGROUND
Neo4j is an industry leader in graph database technology that powers mission-critical enterprise applications like artificial intelligence, fraud detection, and recommendations.
SERVICES & PLATFORMS
Google Performance Max
GOALS
Harvest came to Closed Loop needing to massively scale their business while simultaneously increasing ROI. They needed a partner that would be able to help them support their freemium model while also optimizing to the lifetime value (LTV) of a customer.
STRATEGY
Closed Loop immediately implemented granular tracking to monitor various customer events at the campaign, ad group, device type, keyword, and ad level.Using Forager, its marketing analytics platform, Closed Loop then blendedad platform data with Harvest’s internal database to provide insight into every stage of Harvest’s sales funnel – free trials, demos, sales, and LTV. With visibility into the entire customer journey, Closed Loop was able to optimize the campaigns to maximize LTV while balancing the need to keep trials coming into the top of the funnel.
RESULTS
566%
increase in trials in the first 12 months
54%
increase in trials during the most recent 12 months
This lifetime value calculation was then built into the ongoing reporting, enabling two separate views of channel performance based upon an initial free trial and the trial upgrade. Closed Loop also incorporated Harvest’s SaaS pricing tiers and annual vs. monthly payment intelligence into Forager, enabling custom reporting to meet the unique needs of this high-growth SaaS business.
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